Hispanic Market
Lexus: One Communication Strategy with Multiple Target Consumers
Steve Jett, National Marketing Communications Manager, Lexus Division, Toyota Motor Sales, and Aaron Walton, Co-founder, Walton | Issacson, shared their unique strategy and campaign implementation to target their top luxury brand to Hispanic, African-American and LGBT market segments.
Measuring ROI: How to Get the Most out of Your Multicultural Marketing Campaigns
Tony Suarez, marketing architect, Suarez Enterprises (former vice president of multicultural marketing at McDonald’s Restaurants), and Hector Vallejo, multicultural marketing manager, Stanley Black & Decker, discussed the top ten questions being asked by multicultural marketers, as well as how to effectively target the multicultural consumer and measure the ROI on multicultural campaigns.
Measuring ROI: How to Get the Most out of Your Multicultural Marketing Campaigns
Tony Suarez, marketing architect, Suarez Enterprises (former vice president of multicultural marketing at McDonald’s Restaurants), and Hector Vallejo, multicultural marketing manager, Stanley Black & Decker, discussed the top ten questions being asked by multicultural marketers, as well as how to effectively target the multicultural consumer and measure the ROI on multicultural campaigns.
BrightLine Consumer POV: Hispanics
A recent BrightLine research brief provides data on the media consumption behavior of Hispanics as it relates to advanced television advertising.
Post Foods: Bringing to Life a Total Market Multiplatform Program
Leah Dunmore, vice president, marketing, Honey Bunches of Oats, Post Foods, and Steven Wolfe Pereira, managing director, MV42°, a division of Starcom MediaVest Group, described how Post Foods connected with their Hispanic consumers with an integrated effort on multiple screens to drive results.
Post Foods: Bringing to Life a Total Market Multiplatform Program
Leah Dunmore, vice president, marketing, Honey Bunches of Oats, Post Foods, and Steven Wolfe Pereira, managing director, MV42°, a division of Starcom MediaVest Group, described how Post Foods connected with their Hispanic consumers with an integrated effort on multiple screens to drive results.
Treasury Wine Estates: Wine and the Hispanic Market
Peter Willmert, director, marketing, Beringer Vineyards, Treasury Wine Estates, and Elizabeth Barrutia, founder and president, BARU Advertising, discussed the Beringer brand's unique marketing strategy which utilized a targeted and culturally inclusive multi-platform campaign in order to reach the growing number of Hispanic wine drinkers.
Latino Link: Building Trust Among Hispanic Consumers Online
Joe Kutchera, director of digital services, Acento, discussed how marketers can overcome the skepticism many Hispanic consumers have for Spanish-language websites.
Latino Link: Building Trust Among Hispanic Consumers Online
Joe Kutchera, director of digital services, Acento, discussed how marketers can overcome the skepticism many Hispanic consumers have for Spanish-language websites.
Multicultural Marketing: Targeting the New General Market
This very general overview of the ANA's extensive resources on multicultural marketing looks at advertising to African-Americans, Hispanic-Americans, Asian-Americans, and GLBT consumers via detailed ANA member case studies from Farmers Insurance, the United States Marine Corps, Hellmann’s, and Charmin. The results from a recent ANA member survey on multicultural marketing and newer media are also included.
Best Buy: Establishing a Cultural Connection
Teresa Iglesias-Solomon, VP, segment and field marketing, Best Buy, discussed Best Buy's efforts to connect with their Hispanic consumers.
Best Buy: Establishing a Cultural Connection
Teresa Iglesias-Solomon, VP, Segment and Field Marketing, Best Buy, discussed Best Buy’s efforts to connect with their Hispanic consumers.
Best Buy: Establishing a Cultural Connection
Teresa Iglesias-Solomon, VP, segment and field marketing, Best Buy, discussed Best Buy's efforts to connect with their Hispanic consumers.
Beyond Demographics: Latino Identity
Representatives from Starcom MediaVest and Telemundo discussed recent research they commissioned on Latinos living in the U.S. today.
Beyond Demographics: Latino Identity
Representatives from Starcom MediaVest and Telemundo discussed recent research they commissioned on Latinos living in the U.S. today.
Unilever's Sharpened Focus: Hellmann's Case Study
Ryu Yokoi, Brand Manager, Unilever, Sarah Kostecki, Account and Marketing Director, Ogilvy & Mather, and Jeffrey Bowman, Director, OgilvyCulture, discussed how Hellmann's used a general market idea in 2009 to reach the Hispanic community.
Unilever's Sharpened Focus: Hellmann's Case Study
Ryu Yokoi, Brand Manager, Unilever, Sarah Kostecki, Account and Marketing Director, Ogilvy & Mather, and Jeffrey Bowman, Director, OgilvyCulture, discussed how Hellmann’s used a general market idea in 2009 to reach the Hispanic community.
Unilever's Sharpened Focus: Hellmann's Case Study
Ryu Yokoi, Brand Manager, Unilever, Sarah Kostecki, Account and Marketing Director, Ogilvy & Mather, and Jeffrey Bowman, Director, OgilvyCulture, discussed how Hellmann’s used a general market idea in 2009 to reach the Hispanic community.
Effie Award Ideas that Work: Charmin Bath Tissue
Representatives from Charmin Bath Tissue and LAPIZ, a Hispanic marketing agency, discussed Charmin's Gold Effie Award-winning campaign.
Effie Award Ideas that Work: Charmin Bath Tissue
Representatives from Charmin Bath Tissue and LAPIZ, a Hispanic marketing agency, discussed Charmin’s Gold Effie Award-winning campaign.
